The Hatch sunrise alarm clock, designed to support natural circadian rhythms, has become a symbol of the occult after its anti-blue light promotional campaign sparked controversy on TikTok. The ad featured actress Kiernan Shipka and hinted at demonic influences, leading many users to throw their devices away in protest. However, Erin Merani, Hatch’s vice president of marketing, clarified that the ads were meant for fun and aimed to highlight the importance of phone-free sleep.
In response to the backlash, Hatch launched a “RePossession Program” offering refurbished devices to those who wanted to return theirs. The program has been successful, with over 10,000 social media inquiries about receiving “repossessed” devices. While some have defended Hatch’s marketing tactics, others have criticized them for being too dark and insensitive.
Despite the controversy, many users are now embracing the idea of sending their old Hatch devices to a new home, while others are opting for refurbished machines. The incident highlights the importance of responsible marketing and the need for companies to be mindful of their audience’s sensitivities. As Erin Merani said, “We saw this overwhelming outreach of people who wanted to be ‘repossessed,’ so we were able to point people to our refurbishment program.”
Ultimately, Hatch’s decision to address the controversy has been well-received by customers, and the company is now focusing on promoting its products as a way to improve sleep quality. With its commitment to customer satisfaction and responsible marketing practices, Hatch appears to have weathered the storm and come out stronger.
Source: https://www.wired.com/story/why-does-hatch-have-christian-influencers-throwing-their-clocks-in-the-trash